The Farmers Market Coalition (FMC), in collaboration with the University of Wisconsin-Madison, has been awarded a grant from the USDA Agricultural and Food Research Initiative (AFRI) to enhance the ability of farmers markets to attract new customers. With a focus on bolstering rural economies and supporting small and mid-sized farms, AFRI grantees like FMC aim to improve nutrition and agriculture. The project includes a national survey to identify current and potential farmers market consumers, particularly those underrepresented at such markets. Subsequently, messaging strategies will be tested on social media platforms through partnerships with diverse farmers markets, followed by the creation and distribution of free resources for market operators to promote their markets to these targeted audience segments.

Principal investigator Bret Shaw, a Professor at the University of Wisconsin-Madison and CIAS faculty associate, expressed excitement about conducting the first national survey on farmers market participation in two decades. The project aims to tailor communication strategies to different communities’ needs, recognizing potential differences between urban and rural settings in reasons for attending or not attending farmers markets. The collaboration extends beyond FMC and the University of Wisconsin, involving state farmers market leaders from Alaska, Colorado, Illinois, Minnesota, Vermont, and Wisconsin. Selected farmers markets from these states will pilot the data-driven messaging resulting from the comprehensive survey.

FMC, represented by team leaders Darlene Wolnik (Senior Project Manager) and Dr. Laura Witzling (research consultant), is enthusiastic about the partnership with the University of Wisconsin and the potential impact of the project’s findings. The survey outcomes will inform the development of evaluation and messaging resources, which will be integrated into an updated version of FMC’s National Farmers Market Week Toolkit. Additionally, the project plans to conduct webinars to disseminate its findings and resources to Extension professionals and other leaders in the food system. Ultimately, the project aims to attract new customers to farmers markets, support existing customers in attending more frequently, and facilitate direct purchasing from small and medium-sized farms, thereby providing vital marketing support for farmers reliant on farmers markets.

You can read the original release here.